THE CHALLENGE
North York Community House (NYCH) supports newcomers as they settle in Toronto. While the organization is trusted within the community, monthly individual donations remained low and were largely driven by internal staff.
THE PROBLEM
Long-established immigrants are willing to give, but their support is often directed abroad to family and communities back home.
As a result, NYCH is not perceived as personally relevant. It isn’t seen as something “for me.”
As a result, NYCH is not perceived as personally relevant. It isn’t seen as something “for me.”
INSIGHT
People give when they can see themselves in someone else’s firsts.
THE STRATEGY
Instead of directly asking for donations, we reconnected established immigrants with moments they’ve experienced themselves.
By bringing back memories like their first winter, first job interview, or first apartment search, we reframed giving as something personal and relatable.
CREATIVE PLATFORM
“Your First ______.”
A modular platform built around shared milestones. Each execution pairs a universal first-time experience with the reality newcomers are navigating today.
